After selling the juice brand Do Bem to Ambev in 2016, Rio de Janeiro entrepreneur Marcos Leta respected the non-compete agreement with the brewery. After that period ended, he returned to the market with the energy drink PAZ, launched in November of last year. Leta had already gained prominence with the creation of Do Bem and the Fazenda Futuro plant-based burger, brands that became a craze among Brazilian consumers.
PAZ targets the energy drink segment, which according to Leta moves more than R$ 8 billion per year in Brazil and is the fastest-growing in the country's beverage industry. The entrepreneur is seeking a share of this expanding market, but with a radically different strategy from the competition.
The method adopted by Leta is described as a "brand anti-manual." The company keeps its Instagram profile closed, barely publishes content, does not use digital influencers, and does not sponsor events—practices considered traditional in the energy drink sector, which tends to invest heavily in marketing and visibility actions.
Leta says he decided to do "everything backwards" in his new business, abandoning the pyrotechnic marketing that marked his previous brands in favor of a discreet, low-profile approach to position PAZ in the market.
